This paper looks at the cultural section Etter Børs in Dagens Næringsliv from its beginning in 1992 and onwards. This is done by interviews and readings of a chosen number of copies of Dagens Næringsliv. It s a twofold focus; 1) looking at why and with what content Etter Børs originated, and 2) what kind of readers is the section talking to. The latter is partly corresponding with how gender is presented and represented.
The paper shows, among other things, that Etter Børs originated as a part of Dagens Næringslivs project to rise its number of copies by appealing to female readers, and that the newspaper wanted to protect certain areas, as for instance advertisement and media. This lead to what has become Etter Børs trademark economic cultural news. These hard cultural news were infected by media being the most important thing, and possibly had a say with gender-representation being relatively out of balance.